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The IT sector is constantly evolving with new technologies and tools. [**Altcraft**](https://altcraft.com/en) and [**Pixcraft**](https://pixcraft.io/) are excited to announce a strategic partnership aimed at expanding the capabilities of both companies. Altcraft, a leader in marketing automation, joins forces with Pixcraft, an innovator in tools for marketers and designers. Together, we aim to deliver new solutions that enhance productivity and improve work quality.

## About the partner

Let's get to know our new partner and its product more closely. Pixcraft is a leading developer of innovative plugins and tools, offering comprehensive solutions that bring everything marketers, designers, and developers need into one place. The company’s products are known for their extensive functionality and versatility, helping users streamline workflows and improve the quality of their projects. The creators aimed to reach a broad audience of specialists by designing a service that is easy to use and aligns with modern marketing trends. According to Anton Chirkov, CEO of Pixcraft: 

>We aimed to address the needs of different professionals working with emails, providing each one with a convenient tool. Marketers get a simple and intuitive block editor, designers receive a Figma plugin, and developers benefit from the TJML framework.


## Advantages of Pixcraft

Pixcraft's tools offer several key advantages:

- **Innovative approach:** The company actively implements new technologies, making the design process more creative and efficient. 

- **Broad compatibility:** The company’s solutions integrate easily with other tools and platforms, simplifying work for professionals and allowing them to focus on creative tasks. 

- **Cost and time optimization:** Using Pixcraft products reduces project development expenses and significantly saves specialists’ time. 

- **Ease of use:** An intuitive interface and rich functionality make the plugins accessible to all user categories—from beginners to professionals.

## Pixcraft tools

Let’s take a closer look at each Pixcraft tool currently available:

### [**Pixcraft Builder visual email constructor**](https://pixcraft.io/builder)

Pixcraft Builder is a simple and convenient block-based email editor that allows you to create your master template from your own designs, for example, by importing a design from Figma, or by using the ready-made blocks provided by the constructor.

Pixcraft Builder supports both standard HTML email layouts and interactive AMP emails for implementing various mechanics: forms, ratings, live feeds, and more. You don’t need HTML coding skills. Pixcraft adheres to a no-code approach. Thus, you can use pre-built blocks, customize their design and text, and add links—all in a visual mode. Once your work is finished, you can test the email’s display accuracy in a mobile client interface and in dark mode without leaving the block editor. You can export the project to an [**ESP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) or download it as a ZIP file for further configuration in any ES.

Thanks to high adaptability, responsive design, and diverse functionality, Pixcraft Builder enables you to generate ready-to-use email code in just a few minutes.

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url="https://www.youtube.com/embed/EjHEgd-HB4c?si=2xT9F0MsafWwfUtl"
/>

### [**Interactive AMP emails in Pixcraft**](https://pixcraft.io/email)

The technology allows real-time communication with the server: updating email content upon opening or sending any data to the server.

Create a form in the visual editor and set [**validation**](https://altcraft.com/glossary/what-is-a-valid-email) parameters. Collected data will be stored in your account. If needed, you can export this data to a CSV file or Google Docs. To instantly transfer data to a [**CRM**](https://altcraft.com/glossary/what-is-a-crm-system), ESP, or website, you can configure a webhook. You can also manage data even after the email is sent: modify text, update products, set current prices and discounts, and more. You can motivate users to share their opinions by enabling live interactions directly in the email. If necessary, add moderation and a profanity filter.

This technology offers the following benefits:

- **Increased engagement:** Interactive elements capture subscribers’ attention and keep them engaged, boosting conversion rates. 

- **Reactivating interest:** Gamification mechanics effectively re-engage inactive subscribers. 

- **Understanding your audience:** New email metrics, such as time spent in the email, forms, ratings, live feed interactions, and more, help you connect more closely with your audience and understand them better.

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url="https://www.youtube.com/embed/UXrJyqzta1k?si=SH7l2U2MeeWuZ6Eg"
/>


### [**TJML framework**](https://pixcraft.io/framework)

A free email framework for creating responsive HTML and AMP emails.

To start using TJML, connect the JavaScript library, and once your email is ready, export the resulting HTML code.

TJML Framework by Pixcraft offers:

- **Responsiveness:** The framework generates responsive email layouts by default. 

- **Speed:** TJML Framework cuts down coding time by half. 

- **Simplicity:** It lowers the entry barrier to email coding. 

- **Quality:** Emails display perfectly across all mail clients.

For more detailed information on using the framework, please refer to the [**documentation**](https://docs.pixcraft.io/en/framework/documentation).

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url="https://www.youtube.com/embed/8UYU7JRWvZk?si=6oW1vP2F1St4P1iH"
/>


### [**HTML to AMP email converter**](https://pixcraft.io/convertor)

Convert your HTML email to AMP to leverage AMP forms, embed games, and other engaging features.

For example, if you need to send a message with interactive elements but lack the time or desire to do the coding, simply convert HTML to AMP and add your favorite carousels and forms with minimal effort.

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url="https://www.youtube.com/embed/HsZqma0gaDk?si=Vk2h95CGuusDq-NG"
/>

## Plugins for Figma

### [**PixCraft Email Generator**](https://www.figma.com/community/plugin/1403763341617358835/)

A plugin for creating emails. It allows you to export your design layout from Figma directly as ready-made HTML/AMP code. It offers an extensive library of pre-made blocks, or you can use your custom design. AMP support enables creating AMP forms and carousels right in Figma. There are specific features, such as mobile adaptation settings and other functions accessible through the properties tab. The plugin works with AI — generating images and texts to speed up and optimize the email creation process. It also includes a testing mode for mobile view and dark theme display. You can export your email to an ESP directly from Figma.

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url="https://www.youtube.com/embed/pdimy_b0APA?si=hjtjK-tn28o_QNNR"
/>


### [**Dark Me**](https://www.figma.com/community/plugin/1210863977149285175/dark-me)

A free plugin for UI development. It allows you to create a dark theme for your user interface in just one click. Several modes are available, and for more refined adjustments, there are HSL filters: manipulating the hue, saturation, and lightness of your design layout.
 
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url="https://www.youtube.com/embed/PKmHEDQN16s?si=MuocE-8u3jXXAFeI"
/>


### [**Styles & Variables Viewer**](https://www.figma.com/community/plugin/1332412206147274506/export-styles-and-variables-to-css)

An alternative to Figma's dev mode. It conveniently exports CSS styles for the selected element. It provides all variables and styles from collections in a developer-friendly format: JSON, variables, or CSS classes. There is also an option to export original images and GIF animations.

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url="https://www.youtube.com/embed/MbOOPDwFxQM?si=ic_2Y8HbVr_FOs-I"
/>


## Conclusion

We are confident that this partnership will open new opportunities for us and our clients. Designers will be able to create more user-friendly interfaces, while marketers will gain a better understanding of their audience and its needs, leading to increased customer satisfaction and loyalty. Pixcraft integrates seamlessly with [**Altcraft Platform**](https://altcraft.com/en/features/cdp), so if you want to enhance the responses to your campaigns and make the analytics of your marketing efforts clearer and more comprehensible, use these two products together.

This partnership will enhance user-friendly designs and deepen audience insights, boosting satisfaction and loyalty through seamless integration.

pixcraft-altcraft.png

In this article, we will talk about how to improve the design, deepen the understanding of the audience, increasing satisfaction and loyalty through seamless integration.

Altcraft & Pixcraft: Collaboration for Innovative Solutions

Altcraft and Pixcraft: A Partnership for Innovative Solutions

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Altcraft continues to evolve, enhancing our product and expanding platform capabilities. This article covers the new mobile SDK and the Notify channel.

## Altcraft mSDK

**A mobile SDK** is a set of tools for building mobile applications. It helps achieve platform-specific goals and implement new features in apps. Generally, an SDK is a package of libraries.

Altcraft introduces the developed mobile SDK — [**Altcraft mSDK**](https://guides.altcraft.com/en/developer-guide/sdk/features/). This mobile programming interface allows push notification integration into mobile apps, making it easier and faster to connect Altcraft notifications to Android and iOS applications.

### Altcraft mSDK features

The connection is facilitated through Firebase and APNs services. Integration on the Android platform is based on Firebase, and for iOS, it is available with both Firebase and APNs.

The connection allows you to:

- **Subscribe users to Altcraft push notifications**

After integration, the Firebase Cloud Messaging device token or APNs device token is sent to the server, where a subscriber profile is created to receive push notifications.

- **Support text, images, and buttons in notifications**

With Altcraft mSDK, push notifications support text and images, and buttons enable actions to be triggered on click. For example, this could be a URL link, a deep-link to a specific section within the app, or simply opening the required app.

- **Update tokens on the Altcraft server promptly**

To prevent delays in sending pushes, tokens must be kept current on devices. Altcraft mSDK monitors changes in APNs or FCM tokens and automatically updates the token on the platform’s server.

- **Generate analytics on notification delivery and user interactions**

The SDK logs events such as push delivery and clicks. The data is then sent to the server and used to build statistical reports for analysis.

- **Retry unsuccessful requests**

If a request contains an error, its data is saved, and retries are handled via BackgroundTasks, which helps maintain data accuracy and ensures the request completes, even in the app's minimized mode. Retry and error-checking also occur when receiving push notifications and during app launches.

- **Operate in background mode**

Subscription requests and token updates are completed even if the client exits the app before the procedure is finished, which reduces client data loss.

These capabilities are supported by both Firebase and APNs.

## Notify channel

Integration with the Notify communication channel is now available. Notify supports the sending of transactional and service notifications through VK, Odnoklassniki, and SMS.

<Img
img="/uploads/170159_bc0fc48f64.png"
alt="A new communication channel Notify is added"
/>

You can configure the channel in the [**resource**](https://guides.altcraft.com/en/user-guide/profiles-and-databases/66427/) and review the capabilities of custom templates. For more information on integration setup and connection creation, see the [**documentation**](https://guides.altcraft.com/en/user-guide/integrations/notify/).


### Notify channel features

Notify supports the sending of service and business messages after the template is approved and integration is configured. For questions about connectivity, you can reach out via the email **notify@corp.mail.ru**.

With Notify, you can access information about sent, delivered, and read messages, engage in dialogues with clients (for service notifications only), and send images (up to 5 images). Charges apply only to successfully delivered notifications.

## Conclusion

In this article, we introduced you to the new features of Altcraft Platform. For more details about the updates, added capabilities, and methods for working with Altcraft mSDK and Notify, you can visit the [**documentation site**](https://guides.altcraft.com/en/user-guide/).

The article highlights new features of the Altcraft platform, including updates on Altcraft mSDK and Notify. Visit the documentation for more.

mobile-sdk.png

About new features of the Altcraft platform, including updates to the Altcraft mSDK and Notify.

Mobile SDK & Notify: What’s New on Altcraft Platform

Updates in Altcraft Platform: Mobile SDK and Notify

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Each year, consumer expectations for a high level of service continue to grow. The fact is that today, the customer doesn’t just want a convenient product at a good price; they want a full package of services. And every interaction with a brand can lead to either a positive experience or the opposite. That is why maintaining positive customer emotions carries special importance.

In this article, we will discuss what customer experience is, the role it plays in business, and what tools can be used to ensure that customer experience works for the benefit of your company rather than against it.

## What is CX and what role it plays for businesses

**Customer experience (CX)** is the result of all interactions a customer has with a brand. CX is a term that includes everything: from product or service quality to the customer orientation of the sales department and the ease of navigation on the website. It is CX that creates opportunities for successful relationships with customers.

The importance of CX in business cannot be overstated. According to the results of the [**CX Index survey**](https://cxindex.com/company/blog/20-statistics-to-understand-the-rise-and-value-of-cx/), 90% of companies (regardless of the business segment they are in) reported that managing customer experience positively impacts their profits. At the same time, 67% of consumers openly state that they expect a high level of customer orientation from companies, as people are willing to pay more for special treatment.

Today, many brands in the market are striving to do everything to keep the customer satisfied. Brands are delving into the study of customer experience, researching the causes of customer churn, as well as what motivates consumers to recommend a company to friends. They collect data through various channels and use the information to improve the quality of products or services, implementing new technologies that simplify the customer's life.

<Img
img="/uploads/cs_pattern_f74c937f03.png"
alt="Customer experience pattern"
/>

## The role of digital strategies in improving CX

Digital transformation is a key element of any company’s strategy. At its core lies a single task: ensuring quality interaction with customers in a rapidly changing world. *For example, the introduction of new robotic call centers, where [**chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) communicate with customers.*

Through the application and development of a digital strategy, all business processes become more efficient. Consumers want to receive information for decision-making here and now. And if, for example, they want to learn more about a particular product, but the company requires a series of long actions before providing the information, this will turn many away. After all, everyone values convenience.

Digital transformation makes it easier for companies to interact with customers at all stages of the customer lifecycle, thus creating a seamless customer experience. *For example, in the past, people had to spend a lot of time waiting in lines at stores. Today, we have largely shifted to online orders and delivery services. There’s no need to travel across the city to purchase a product, as it can be delivered from another area, and as a bonus, customers may receive a discount or loyalty points.*

Investments in technological solutions such as AI and ML are essential for developing strategies to improve CX. These technologies not only enable the efficient collection and analysis of large volumes of data, but they also provide personalized and relevant offers for each customer.

## The impact of CX on loyalty and retention

There is an important rule: to retain a customer and increase their loyalty, provide them with a positive experience when interacting with the company. These elements are interconnected. Research shows that 8.6% of consumers are willing to pay more for good customer service. As a result, more and more companies are choosing to invest in CX not only to retain customers but also to increase sales volumes and enhance satisfaction levels.


### CX affects the following aspects of perception:


<Table>
| Kind | Description |
| ------ | ------ |
| Emotions | When a customer has a positive experience with a brand, there is a connection on an emotional level. |
| Confidence in the choice | People will stay with a brand longer if they have faith in its ability to meet expectations. |
| The value of the service | If the buyers get more than they expect, often they see the commodity or service great value. |
</Table>

### How to increase loyalty
<Table>
| Factor | Description |
| ------ | ------ |
| [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) | Customizing events according to customer preferences and actions can greatly increase customer satisfaction. Being attentive to desires can help create a unique experience. |
| Uniformity across all channels | Providing the same level of service across all touchpoints improves the customer experience and keeps them coming back. |
| Staff training | Employee, working directly with client, significant impact on their impression. Providing employees with training and opportunities to make customer-centric decisions will increase customer loyalty. |
| [**Feedback**](https://altcraft.com/glossary/feedback-what-it-is-benefits-strategy-of-providing-it) | Creating a channel for feedback and taking appropriate action demonstrates that the company values customer feedback and is committed to improvement. |
| Technology integration | The use of robotic technology or AI simplifies customer interactions and enables the delivery of fast and quality service. |
</Table>


### What helps retain customers
<Table>
| Factor | Description |
| ------ | ------ |
| Closed communities | The point is inaccessibility for everyone. Members are offered special conditions, promotions and discounts so attractive that it makes no sense to look for alternatives. In the digital environment, these can be closed chats or groups where insider information is published for a fee. |
| Bonus program | Customers who are already with you will not miss the opportunity to buy goods at a favorable price or get a bonus. In the same way you can transfer a new customer into the category of regular customers. |
| Certificates, coupons, special offers | In 8 out of 10 cases, giving a bonus leads to a repeat purchase. |
| Contests/raffles | Participating in raffles and receiving a prize is likely to leave a pleasant memory with the client. |
</Table>


It is important to leave a positive impression after interacting with a customer. For a customer to want to return, they should have pleasant memories of the purchase process and their emotions. To achieve this, it is necessary to maintain contact with the customer, thank them for choosing your brand, and show that they can always rely on it. This could involve helping to solve any issues they encounter or providing educational resources. Such an approach will undoubtedly turn the customer into a loyal one.


## Steps to improve customer experience in business

### 1. Personalization of each experience


Companies across various sectors are putting personalization at the center of their business strategies. The level has been reached where competitive advantage arises from the ability to collect, analyze, and use large volumes of personalized customer data, employing AI to understand, shape, adapt, and optimize the customer journey.


Digital solutions are becoming a necessity not only for traditional marketing but also for many other areas. The best results are shown by companies that have integrated these capabilities into their business model.


Personalizing the entire customer interaction process requires the coordinated work of all communication channels. Key tasks can be effectively addressed through automation and AI-based analytics.


Modern digital technologies open up new opportunities for users to interact with brands. Systems that track geolocation and allow payments with the swipe of a finger literally blur the lines between stages: the pre-sale period, the purchase process, and post-sale service. These technologies enable a rethinking of digital customer experience, which, in turn, helps brands create value for customers and increase their engagement.


*For example, Starbucks actively uses geolocation to attract customers who haven’t visited the café for a while. When they are nearby, they are shown advertisements for new seasonal drinks. A personalized offer in the app encourages them to visit the café or use the convenient mobile order and payment feature.*


For companies that lack the necessary resources or technical infrastructure, the optimal solution is creating a [**CJM**](https://altcraft.com/glossary/customer-journey-map-how-to-create-one-and-why-its-needed), where each decision is tied to a specific moment of interaction with a particular customer.


### 2. Quality of service at every stage

Before developing strategies to improve service quality, it is important to conduct a detailed analysis of current interactions. Establishing KPIs (Key Performance Indicators), such as response time to customer inquiries, loyalty levels, and others, will help identify problem areas and set priorities for future development.


Next comes the **development of specific actions** to address the identified shortcomings. It is essential not only to address weak points but also to strengthen the aspects that are already performing well.


Activities to improve customer service quality include:

**1. Training and motivating staff** 

**2. Optimizing service processes using technology**

This includes:

- **Automating everyday tasks**. This allows employees to focus on more complex inquiries and personal interactions with customers. 

- **Automating feedback collection.** By analyzing feedback, companies can identify both the weak and strong points of their products and processes, determine why customers leave, build trust by showing attention, and enhance their reputation by addressing negative reviews. If a company collects feedback **on its own initiative**, this is usually done through surveys (via [**email newsletters**](https://altcraft.com/blog/how-to-reach-customers-via-email-campaign), on the website, or social media). If **it’s initiated by the customer**, the work is situational. This could involve systematizing reviews to address issues or responding to positive feedback to build loyalty. Based on the collected information, satisfaction and loyalty metrics are calculated. Analyzing these metrics and their changes helps optimize business processes and make strategically important decisions. 

- **Analytics** is used to identify customer trends and preferences. This helps in accurately forecasting marketing campaigns and developing new products. 

**3. Loyalty programs**

### 3. Analytics for improving CX

**Analytical systems in customer service** are tools for analysis, such as business intelligence, real-time analytics, [**predictive analytics**](https://altcraft.com/blog/predictive-analytics-what-it-is-and-how-it-works), and others, which are applied in the processes of providing service to company customers.

These systems allow the transformation of disparate data from various sources into tools that help meet the growing needs of customers. Such systems include CRM systems, customer data platforms, speech analytics systems, social media, and ERP systems.

<Note>
*46% of organizations that use analytical systems in customer service are satisfied with having the functionality that allows them to make effective decisions based on detailed data analysis.* </Note>

## Tools for automation and personalization

There are numerous tools that help marketers increase the efficiency of advertising campaigns:

- **CRM systems.** These are responsible for managing contacts and leads, automating sales and marketing campaigns, data analysis and reporting, and improving communication processes within the team. 

- **Email marketing automation services.** Such services allow marketers to create, send, and track emails with minimal effort. 

- **Tools for in-depth analytics and reporting.** Typically, these tools aggregate data from various sources and provide a complete view of the customer’s interaction with the business throughout the entire journey — from the first contact to the purchase.
However, all of the above-mentioned services are often inflexible, especially when an omnichannel approach is involved. Their productivity in building a 360-degree customer profile is particularly evident when it’s necessary to gather information from multiple sources: websites, social media, messengers, email, loyalty programs, and customer support.

All this data then needs to be filtered and stored in one place so that every department of the company or software tool can instantly access it without involving analysts. This is where [**CDP**](https://altcraft.com/en) comes in.

A **Customer Data Platform (CDP)** is a marketing automation tool that helps companies effectively collect, store, and analyze customer information. In today's world, where data plays a critical role in developing business digital strategies, CDP is becoming the key to increasing customer loyalty.

Thanks to CDP, businesses get a unified view of each consumer and can create personalized communication and sales strategies.

<Img
img="/uploads/voronka_prodaj_44eca901dd.png"
alt="Sales funnel"
/>

### Key advantages of CDP:

1. Unification of data from various sources into a single profile, which allows companies to gain a more complete understanding of their customers, their preferences, behavior, and interaction history with the brand. 
2. Deep data analysis enables companies to effectively build a customer experience strategy, make personalized offers, and improve the quality of customer experience. Built-in analytics quickly processes large amounts of information, instantly generating and displaying reports. 
3. CDP helps create consistent and high-quality interactions with customers across different communication channels. As a result, customers receive a high level of service, regardless of which channel they use to interact with the brand.


## How to improve CX using a customer data platform

Knowing the tools is good, but being able to use their full functionality is much better.

Next, let's look at several strategies for improving the customer experience using the [**CDP Altcraft Platform**](https://altcraft.com/en/features/cdp) as an example.

In today's world, the more personalized the content for the customer, the better. No fisherman would be happy to receive a newsletter with snowboarder gear recommendations, and vice versa. Therefore, [**segmentation**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering) is a crucial element of every marketing campaign. Instead of making the same offer to all customers, it’s better to focus your efforts on those who actually need your product.

In the Altcraft platform, within the segmentation section, using a tracking pixel (this is an HTML or JavaScript code placed on website pages to track user behavior), you can identify certain users who have made purchases totaling over 5,000 rubles in the past month. These customers can then be rewarded with bonuses, for example, by sending them a promo code for their next purchase.

<Img
img="/uploads/segmentation_e3bc5c2daf.png"
alt="Example of conditions for segmentation in Altcraft Platform"
src="Example of conditions for segmentation in Altcraft Platform"
/>

The second example in CX improvement strategies can be the [**use of an omnichannel approach**](https://altcraft.com/en/features/omni-channel-marketing). For instance, the abandoned cart scenario.

Let’s consider a situation where a product was added to the cart, but after 24 hours, the purchase has still not been completed. The customer receives an email reminder that the product is still in the cart. If the email is not opened, a push notification is sent to the mobile app where the order was placed two days later. After the purchase is completed, the customer receives an email with a thank you message, information about the bonus points earned for the order, and a promo code for their next purchase.

<Img
img="/uploads/abandoned_basket_scenarios_752e0db128.png"
alt="Example of an abandoned cart scenario in Altcraft Platform"
src="Example of an abandoned cart scenario in Altcraft Platform"
/>

## Summary

CX is the complete cycle of a company’s interaction with a customer, including the impressions and feelings after a purchase or service is provided. The importance of customer experience grows each year, and there is always room for improvement in this area.

In a highly competitive business environment, ensuring a positive customer experience is crucial. More and more companies are increasing their investments in CX to retain customers and boost sales. By making the customer the top priority, long-term and strong relationships can be built.

To ensure that all processes run quickly and smoothly, automation is necessary, as new digital capabilities create new ways for users to interact with brands. Modern marketing automation tools help companies create a 360-degree customer profile, analyze and systematize collected data, and develop strategies to improve the customer experience.

CX is vital for building lasting relationships. Automation and digital tools enhance customer experience by personalizing and streamlining interactions.

customer-experience.png

About what customer experience is, the role it plays in business, and what tools can be used to ensure that customer experience works for the benefit of your company rather than against it.

Client Experience in Digital Strategies: Tips for Marketers

Customer Experience in Digital Strategies: Tips for Marketers

<Video
url="https://www.youtube.com/embed/JDtd8tSmhbU?si=apTKTVnZxMrAoxrY" 
/>

WhatsApp*, with its billions of daily active users, has become an integral part of our daily lives. While WhatsApp is great for personal communication, businesses can also use it to reach out to their customers.

This article explains how to use WhatsApp for marketing and why it's a valuable tool for businesses.

<Img
img="/uploads/messaging_marketing_864abf3a46.png"
alt="Messaging Marketing"
src="Source: business.whatsapp.com"
/>

##How Popular is WhatsApp? 

WhatsApp has solidified its position as a global communication platform. WhatsApp [**boasts a huge user base**](https://backlinko.com/whatsapp-users) worldwide. In the United States, WhatsApp has garnered a significant following, with 64 million users actively engaging with the app each month.

The app's popularity is evident in its staggering daily usage statistics. More than 500 million messages are exchanged on WhatsApp every day, highlighting its role as a primary means of communication for millions of people. 

##Why Using WhatsApp for Marketing is a Good Idea 

WhatsApp, with its huge user base and high engagement rates, offers businesses a great way to connect with their customers in a personal way. As one of the world's most popular messaging apps, WhatsApp offers a unique platform for direct communication that can foster strong relationships and drive customer loyalty.

<Note>
What is customer loyalty and how to boost it? Check out our article: “[**Customer Loyalty: What Is It and How to Calculate It**](https://altcraft.com/blog/customer-loyalty)”
</Note>

While Facebook Business Manager provides fundamental features for WhatsApp messaging campaigns, integrating with customer data platforms (CDPs) like [**Altcraft**](https://altcraft.com/) can significantly enhance your ability to provide outstanding customer experiences.

**Key Benefits of WhatsApp marketing:**

- [**Personalized Communication**](https://altcraft.com/features/personalization): Each recipient gets a personalized message that includes their name and other relevant details. This personalized approach can create a sense of trust and connection. 

- **High Engagement Rates**: With an impressive open rate of [**98%**](https://business.whatsapp.com/blog/use-whatsapp-business-goals), such messages are more likely to be read and responded to than other channels (for example, emails have an open rate of 20%). Additionally, click-through and conversion rates for WhatsApp messages are reported to be [**50%**](https://business.whatsapp.com/blog/marketing-messaging-quick-guide). This high engagement rate reflects the willingness of subscribers to actively participate in conversations, making it an ideal platform for building relationships and driving conversions.

- **Real-Time Updates**: WhatsApp provides a convenient way to inform your clients about important updates, such as upcoming events, order statuses, or promotions. This timely communication can enhance customer satisfaction and loyalty.

- **Global Reach**: WhatsApp's vast user base spans across the globe, making it an effective tool for reaching a diverse audience. Businesses can leverage WhatsApp to connect with customers in different regions.

- **Cost-Effectiveness**: Sending WhatsApp messages is generally more affordable than other marketing methods, making it a budget-friendly option for businesses. _Please note that_ [**_Altcraft_**](https://altcraft.com/) _does not charge additional fees for integrating with the WhatsApp Business API or for sending messages through the platform._ However, you will be responsible for paying the fees associated with your chosen provider. Additionally, WhatsApp itself may impose charges for sending messages, which will be billed separately.

- **Freshness**: WhatsApp marketing is relatively new compared to traditional channels like email, SMS, and push notifications. This presents an opportunity to [**stand out from competitors**](https://altcraft.com/blog/competitive-analysis) who may not have embraced WhatsApp yet. It's a promising channel for reaching mobile-first customers and potentially gaining a competitive advantage.

By effectively utilizing WhatsApp marketing solutions, businesses can create a more personalized and engaging customer experience, leading to increased brand loyalty, customer satisfaction, and ultimately, business growth.

##WhatsApp Messaging with Altcraft: How It Works 

To leverage the power of WhatsApp for bulk messaging, you'll need to establish a connection with the WhatsApp Business API. In Altcraft Platform, this can be achieved through reputable providers. 

To get started, register an account with your chosen provider. You'll be required to provide a phone number and a verified Facebook Business Manager account. You can find more information about WhatsApp API and how to start sending WhatsApp messages in the [**guide**](https://guides.altcraft.com/en/user-guide/communication-channels/76808932/).

By using this channel, you can:

- **Send personalized messages** directly to your subscribers within the app. For example, you can send tailored welcome messages, exclusive offers, and birthday greetings. This personalized approach helps to foster stronger customer engagement, as over [**70%**](https://www.forbes.com/sites/blakemorgan/2020/02/18/50-stats-showing-the-power-of-personalization/) of consumers say that being treated like a person is very important to them.


<Img
img="/uploads/personalized_message_example_8e2eb72086.png"
alt="Personalized message example"
src="A personalized message example. Source: business.whatsapp.com"
/>

- **Segment your** [**audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) based on their behavior and preferences. You can target specific subscribers based on their gender, age, location, or interests. For example, if you're promoting a student bank card, you can tailor your message to individuals aged 18 to 23.

- **Set up scenarios**. Scenarios are automated workflows that guide customers through specific marketing sequences. They are invaluable tools for nurturing customer loyalty, influencing behavior within defined timeframes, and creating interactive, engaging marketing experiences. Common use cases include welcome sequences, abandoned cart recovery, reactivation campaigns, cross-selling, and more.

- **Gather valuable statistics** and analyze customer data to optimize your campaigns. You'll receive detailed analytics on your WhatsApp messaging campaigns, including the number of messages sent, delivered, and undelivered, as well as the number of new subscribers. For easier analysis, you can select a pre-defined set of metrics to track.

- **Use templates**. A template is a pre-designed message with placeholders for variable information. These variables can be customized before each campaign without requiring Facebook's approval. To create a template, you'll need to use your provider's account. In Altcraft Platform, you can add text to the variables, set up buttons, and include media files. Templates created in your provider's personal account must undergo verification by Facebook. Altcraft campaigns can only utilize templates that have received Facebook's approval.


##How to Make the Most of Marketing Through WhatsApp 

Explore these strategies for leveraging WhatsApp in your marketing campaigns:

- **Greet new visitors and encourage them to make their first purchase on WhatsApp.** This helps confirm their interest, establishes a positive relationship, and guides them towards the next actions. Consider offering a discount on their first offer as an incentive to become a customer.

- **Use WhatsApp to remind customers about items they left in their carts.** Many people forget to complete their purchases online, but WhatsApp's high open and conversion rates make it a powerful tool for addressing this issue. You can also send reminders about products that customers have shown interest in, such as when items are back in stock.

<Note>
Find out why users abandon their carts and see how to reduce cart abandonment rate — check out [**this article**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate). 
</Note>

- **Showcase your latest products.** Send a mass message to promote your latest offerings or give your most loyal clients an exclusive preview before sharing it with everyone else. You can also promote items with exclusive discounts. Be sure to highlight the original price, the discounted price, and the time-sensitive nature of the offer to encourage purchases. Don't hesitate to include [**calls to action (CTAs)**](https://altcraft.com/blog/what-is-cta), such as "Shop now!" or "Claim your discount now.”

<Img
img="/uploads/example_chat_whatsapp_71c55d2f6c.png"
alt="Send a mass message to promote your latest offerings"
src="Source: business.whatsapp.com"
/>

- **Keep customers informed about their orders.** This helps meet their expectations and reduce customer service inquiries. Send confirmation messages when their orders are successful and provide updates when items are shipped from your warehouse.

- **Offer special discounts for birthdays or anniversaries.** This is a great way to surprise clients and show your appreciation.

<Img
img="/uploads/discounts_for_birthdays_in_chat_3f15221681.png"
alt="Offer special discounts"
src="Source: business.whatsapp.com"
/>

- **Send reminders about upcoming appointments.** This can help customers stay organized and avoid missing important events. It's an effective way to enhance customer satisfaction without attempting to sell anything.

##Conclusion 

WhatsApp is an effective tool for communicating directly with your customers. Its high open rates and tailored messages help increase engagement and support your marketing objectives.

With Altcraft Platform, you can leverage WhatsApp automation and marketing using WhatsApp to send messages without extra costs. Segment your audience, personalize your content, and gain valuable insights through in-depth analytics to optimize your campaigns.

*
*_WhatsApp (a product of Meta, which is recognized as an extremist organization in Russia)_

WhatsApp is a powerful tool to increase engagement in marketing companies. In the article we will look the application strategies and how to work with WhatsApp through the Altcraft Platform.

using-whatsapp-for-marketing.png

About how to use WhatsApp for marketing and why it's a valuable tool for businesses.

How to Use WhatsApp for Successful Marketing

Using WhatsApp for Marketing: A Key to Successful Customer Engagement

<Video
url="https://www.youtube.com/embed/UnvoNlonatQ?si=j4TRIkCmoXiq03IE" 
/>

Messaging apps, social media, push notifications, and other communication channels are gradually replacing the once-popular SMS format that has been around since the 1990s. Both personal and business conversations have long migrated to platforms like Telegram, WhatsApp, and others, where there’s no need to pay for every message sent.

Additionally, SMS cannot deliver media files or voice messages, which have become an integral part of online communication culture. This is why SMS is losing ground to other formats, though it is still used in marketing campaigns.

However, SMS technology is not disappearing; it is evolving into a more advanced form — RCS.

In this article, we will explain how Rich Communication Services (RCS) messaging works, its advantages and disadvantages, and the unique features and future of this type of online communication.

## What is RCS?

RCS is an advanced messaging standard that combines the functions of SMS and [**messaging apps**](https://altcraft.com/blog/messenger-marketing). In addition to text, RCS messages can include media files, share locations, and even create group chats. They also allow the addition of buttons and other interactive elements to facilitate quick communication without the need to switch to external platforms. Sending RCS messages is essentially like sending SMS over the internet, but with the added capabilities of modern messaging apps.


The new standard was introduced back in 2008. The switch to a different protocol was necessary to gradually replace [**SMS**](https://altcraft.com/blog/sms-marketing). The first RCS messages were sent in 2012, but the implementation and widespread adoption of this format have been slow and are still ongoing. This slow rollout is due to the complexity of integrating data from different mobile carriers. If a mobile network doesn’t support the standard, the smartphone won’t be able to receive messages from other users, as RCS chats will not be available on that device.

<Img
img="/uploads/differences_of_rcs_and_sms_57f1f1ac20.jpg"
alt="Differences between RCS and SMS"
src="Source: MessageDesk"
/>

Despite these challenges, Google continues to support the idea of promoting an alternative to SMS in order to compete with messaging apps and Apple’s iMessage technology.

According to Google, RCS chat is now possible between iPhone and Android devices. However, end-to-end encryption, which ensures full data privacy, [**is not yet available**](https://www.cnet.com/tech/services-and-software/ios-18-what-you-need-to-know-about-rcs-messaging-on-your-iphone/) when sending messages between the two systems. This raises concerns among users.

## RCS vs SMS: what’s the difference?

RCS service is the successor to SMS, but there are important differences between the two formats.

<Table>
| | SMS | RCS |
| ------ | ------ | ------ |
| **Content type** | Text (up to 160 characters), emoji, links. | Text (up to 8000 characters), emoji, links, photos, GIFs, videos, geolocation and other files that are transferred in their original size and quality. |
| **How messages are sent** | Over the mobile network. | Via the Internet and mobile network. |
| **Group use** | A chat between only two users. Mass mailing format when you want to send a message to several people. | Group chats with up to 100 recipients added, which is similar to the messenger format. |
| **Calls** | Not available. | Audio and video calls are possible. |
| **Availability** | Work on any mobile devices of all service providers. | Not yet available on some smartphones, no support for all mobile providers. |
| **Pricing** | Each message is paid for. | Mobile traffic is paid for. |
</Table>

As you can see, RCS is a more interactive option for users as it enables interaction with smartphone elements such as maps and browsers. This provides more opportunities for communication and user engagement. 

## Advantages and disadvantages of RCS

### Advantages

- **Universality**, similar to SMS (in the long run). With RCS, messages can be sent to any user. Currently, business communication through messengers is limited by deciding where to message: Telegram, WhatsApp, Viber, etc. The plan is to migrate all devices, except button phones (which still exist), to the RCS protocol. Then, no additional apps will be needed for receiving messages, aside from the default ones. 

- **Marketing opportunities.** Since media files can be sent, brands can create vibrant marketing campaigns in their messages, increasing engagement and conversions. 

- **Real-time communication.** Message status updates make interactions dynamic and transparent, which is essential for fast marketing communications. Therefore, RCS offers more analytical capabilities than SMS. It's easier to track conversions after campaigns, perform [**A/B testing**] (https://altcraft.com/features/mvt), and make better decisions. 

- **Cost savings through a larger audience reach.** While SMS charges for each message sent, RCS group chats allow sending messages to large groups with charges only for internet traffic or a fee to the telecom provider. 

- **User verification for those who can send messages.** This increases trust in brand communication channels and the messages themselves, as this security approach helps protect against spam.

### Disadvantages

- **Internet dependency.** RCS messages won’t be sent without Wi-Fi or mobile connectivity, so you'll need to rely on SMS or MMS, which can be less convenient and more expensive than using internet traffic. 

- **Technological limitations.** First, the standard doesn't work on all smartphones. Second, not all mobile operators support RCS. In Russia, for example, only MTS and Samsung phones with the latest OS versions currently support it. In the U.S., RCS is supported by AT&T, Verizon, T-Mobile, and Sprint. India, Canada, and some European and African countries have also adopted the standard. For iPhones, this feature is available only with iOS 18. RCS works on Android, so Google [**provides information**](https://support.google.com/messages/answer/7189714?hl=en&sjid=7477958191323980248-EU) on how to enable RCS chats on their devices.

## The future of RCS

While the advantages of the protocol are clear, it remains uncertain when RCS will work universally and stably, and whether it will be able to reach the same audience as SMS messages. The widespread use of messengers hinders the popularization of this format, as users are already accustomed to communicating through various channels.

However, there is another side that makes this alternative to SMS a promising communication option for marketers. With RCS, users won’t need to juggle [**multiple channels**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation), focusing on one application. Accordingly, they will receive offers from brands in one place.

Will RCS be able to completely replace SMS? Such an outcome is unlikely. Most likely, SMS will remain a backup option, as the ability to send information without an internet connection is a significant advantage that new technologies have yet to surpass.

## RCS for marketing

Any new communication channel presents an opportunity to promote products and services. And the sooner you start mastering advanced tools, the better your chances of success. Although RCS is not yet widely popular, there are already users actively utilizing this messaging format. Therefore, marketers should pay attention to this new technology while competition in this area remains low.

Marketing strategies through this format can follow those of Push, SMS, and email campaigns. However, RCS messages include additional features: visual, textual, and interactive elements.

**To create an RCS campaign, you need to:**
1. Identify the audience that uses this message transmission protocol. 

2. Segment the audience to offer the most relevant offer for each customer type. A [**CDP**](https://altcraft.com/features/cdp) platform, which consolidates all user information from various sources—activity, target actions, and other data — can help with this. 

3. Develop a strategy: what type of messaging, for whom, and when it will be sent. A data-driven approach allows for personalized offers (this is how the marketing automation platform [**CDP Altcraft Platform**] (https://altcraft.com/).

4. Create ad creatives and other elements that support the RCS standard (the transmission of high-quality media content is possible). 

5. Conduct A/B testing and select the best offers for clients. 

6. Launch the campaign. 

7. Draw conclusions for future strategies.

## Summary

RCS is an enhanced version of SMS messaging that includes the ability to send media files, geolocations, interactive elements (this is what sets it apart from MMS), as well as voice and video calls. These messages are sent over the internet and do not require additional apps, simplifying and reducing the cost of communication.

However, the RCS standard is not as widespread as SMS. Not all devices and mobile operators support advanced messages. Rich Communication Services are available on Android smartphones and on iPhones only with iOS 18.

The implementation of the technology is slow, but if successful, RCS could replace multiple messengers and consolidate communication into one channel. This would be convenient for both users and marketers, who could promote brand products and services through a channel with a wide audience reach.

RCS enhances SMS with media, geolocation, and interactive features, but adoption is slow. It could unify messaging across devices if widely implemented.

rcs-vs-sms.png

About what Rich Communication Services (RCS) is, how it works, its advantages and disadvantages and future of this type of online communication.

RCS vs SMS for Business & Marketing: Comparison, Pros & Cons

RCS vs SMS: Why the New Messaging Format Matters for Marketers

<Video
url="https://www.youtube.com/embed/8McP51u_eUI?si=10BVKgZzculcLSFs" 
/>

Business does not exist in a vacuum. Companies analyze not only their previous experiences but also the results of competitors and other organizations. This approach helps to avoid mistakes made by others, adopt best practices in the market, and grow confidently.

However, it's important to compare your business with companies that have achieved success in their field. This led to the development of competitor benchmarking in the second half of the 20th century (benchmarking — derived from the English word "benchmark"). Rules and clear criteria emerged, which are now followed when analyzing one's own company and competitors.

In this article, we will explain what benchmarking is, why it's needed, its types, and the principles it uses.

## What is benchmarking and why it’s important


**Benchmarking** is the analysis of the best businesses in similar and other niches to apply successful practices and correct mistakes in your company. Open information about competitors' activities, including processes, approaches, products, production, and customers, is studied.

**The goal of benchmarking** is to catch up with and surpass other brands in your niche, improve your product or service, and grow revenue. When a company conducts this comparative analysis of competitors, it gains insight into its direction, its weaknesses, and how to fix and improve them.

*For example, your online store delivers products within two days. This may seem like excellent performance if you only evaluate your own metrics. But suppose competitors deliver the same order within a day. Suddenly, your result doesn't seem as good because this factor may be decisive for customers when choosing where to make a purchase. In such cases, the company should study the approaches and processes of competitors to maintain or increase the number of orders.*

Benchmarking is used by established companies aiming to boost their competitiveness. It is also useful when starting a business, as you enter the market. Learning from those who have already succeeded helps set benchmarks and direction. Additionally, evaluating others' experiences provides an opportunity to avoid mistakes already made by others.

**Advantages of benchmarking**

- Improving the company's market position. 

- Enhancing business processes to increase their efficiency. 

- Gaining new ideas for company development. 

- Correcting business management mistakes. 

- Understanding how direct and indirect competitors operate to "stay in the loop." 

- Implementing proven practices from others and saving time on developing your own. 

- Reducing costs by optimizing processes based on other companies' examples. 

- Developing your own criteria for assessing work efficiency. 

- Tracking and predicting industry trends. 

- Improving customer service and user experience.

**Disadvantages of benchmarking**

- Incomplete information about competitor companies. Even a detailed description of processes and practices doesn't provide the full picture of why a company has been successful. Sometimes, the reason for high performance is a strong and talented top manager or another standout individual, without whom the company could never have reached the same level. For example, the house of Gucci [**was revitalized**](https://www.britannica.com/biography/Tom-Ford) by the talented designer Tom Ford, whose name later became a successful brand in itself. 

- Difficulty in integrating others' experiences into your own processes. The specifics of businesses can differ so much that benchmarking examples from other companies may turn out to be unsuitable or useless.

### How benchmarking differs from KPIs

The results of benchmarking are sometimes confused with key performance indicators (KPIs). While both are reference points, there are differences. Benchmarking provides a direction for development and serves only as an example for future changes. KPIs assess effectiveness based on already set goals, making them a more specific measure.

<Note>
Want to learn more about key performance indicators? Read the article "[**Key Performance Indicators: What They Are And How to Use Them**](https://altcraft.com/glossary/key-performance-indicators-what-they-are-and-how-to-use-them)."
</Note>

## Types of benchmarking

Benchmarking practices not only focus on other businesses but are also applied within the company itself. It analyzes both processes and the end product. Therefore, there are several types of benchmarking.

<Table>
|Type|Description|
| ------ | ------ | 
| **External benchmarking** | Comparing your performance and processes to your competitors and those companies whose expertise may be relevant to your niche. |
| **Internal benchmarking** | Analyze the company's performance over the past periods and identify the best ones. Or the performance of the company's departments and branches is compared. The most successful ones share their experience and become an example. |
| **Technical benchmarking** | The features of the company's product are tracked: how useful it is for the client, how it is applied in practice, what it looks like. |
| **Practical benchmarking** | The rules of conducting processes, technologies and ways of organizing work with employees are adopted. |
| **Strategic benchmarking** | The analysis is based on the areas of the company's activities that are related to strategic planning. This includes marketing strategy, innovative approaches, production development, technology and management practices. |
</Table>


## Principles of benchmarking

Conducting benchmarking is a specific type of analysis that follows certain principles:

- **Verification of information is mandatory.** Only reliable data from trustworthy sources should be used. 

- **Agreement on interaction.** Experience exchange happens legally, without data theft or "spying." Management and employees must know that their information is used by third parties. 

- **Process comparability.** Benchmarking analysis compares similar indicators and directions for the most accurate results. 

- **Quantitative evaluation.** Indicators must be clearly and transparently measured to ensure accurate results.


## Benchmarking: stages 

The organization of benchmarking begins with setting goals. Answer the question of which aspects of competitors you want to study and what benefits this will bring you. Possible goals include process improvement, increased efficiency, sales growth, etc. You can choose not only large-scale goals but also test hypotheses in specific areas of work or product features, such as evaluating the effectiveness of packaging design.

After selecting benchmarking goals, several stages must be completed.

1. **Identify the specific processes for comparison and analysis:** management, marketing, production, finance, etc. Understand which areas in your company are lagging or what you would like to improve. 

2. **Develop evaluation criteria to eliminate vague and inaccurate comparisons.** Ideally, provide quantitative or scale-based assessments wherever possible. 

3. **Collect data from your own business.** This is important for the accuracy and clarity of comparisons. To analyze other companies’ practices, you must thoroughly understand your own. 

4. **Select the companies you will analyze.** This depends on your goals and resources. Benchmarking can involve market leaders (not necessarily in your field), direct and indirect competitors. For internal analysis, choose successful departments within the company. 

5. **Define the type and methods of data collection.** Depending on the openness of companies to analysis, data can be obtained from public sources (media, websites, [**social media**](https://altcraft.com/glossary/smm-what-it-is-and-why-businesses-need-it)), interviews, or surveys agreed upon with businesses. You may also use secret shoppers or communicate with suppliers. Another option is direct and open exchange of experience, though not all companies are willing to reveal internal processes, especially to competitors. Some companies, however, make sharing their business model part of their marketing, like Setters agency did. In global practice, [**Netflix**](https://www.amazon.com/No-Rules-Netflix-Culture-Reinvention/dp/1984877860) shared their approaches and rules for building their business model. 


<Img
img="/uploads/netflix_no_rules_book_073b712212.png"
alt="No Rules Rules: Netflix and the Culture of Reinvention"
/>

6. **Analyze the collected data.** Evaluate the product, pricing, processes, personnel management, customer service, and other aspects (depending on your goals). This analysis is conducted by comparing the collected data with your own. 

7. **Adapt the experience to your business.** Make changes and corrections to your company’s processes where weaknesses were identified. Avoid simply copying others' methods. Always consider the broader context, including other factors that contributed to the good results. 

8. **Conduct a post-implementation analysis of the new practices and draw conclusions.** Don’t stop there — keep revisiting the changed processes. As the market evolves, you must continually monitor these changes to maintain and grow your position. In other words, benchmarking should become a regular part of your work.

## Summary

Benchmarking is the process of comparing a company's efficiency with competitors or businesses that have become market leaders in their fields. It also involves analyzing and comparing results within the company: departments, divisions, and branches.

Benchmarking is conducted to identify and implement the best practices that have proven successful, correct mistakes, and adjust operations to improve service, generate new ideas for growth, and increase revenue. Despite its benefits, benchmarking doesn’t always allow for the easy transfer of others' experiences into your own processes, and not all companies are willing to share their business secrets openly.

To conduct the analysis, you need to set goals, identify information sources, develop evaluation criteria, and then draw conclusions and implement the practices. It’s also important to regularly reassess and repeat benchmarking to stay up-to-date and grow.

Benchmarking compares a company's processes to competitors or leaders, aiming to adopt best practices, correct errors, and boost growth and efficiency.

benchmarking-blog.png

About what benchmarking is, why it's needed, its types, and the principles it uses.

Benchmarking: What It Is, Its Types, and Principles

<Video
url="https://www.youtube.com/embed/4yx-qf6h0uY?si=GY1xnRBiOzdIj6XO" 
/>

As technology advances, the number of channels for promoting products and services increases. Brands are actively expanding their offline and online presence, choosing suitable strategies to achieve results. Among these strategies, multichannel and omnichannel marketing stand out.

These terms may seem like the same thing, referring to promoting a brand on several platforms. However, despite their similarities, they are different approaches with unique features, advantages, and disadvantages.

In this article, we’ll explore what omnichannel and multichannel marketing are, so you won't confuse them anymore. We’ll also look at the pros and cons of each strategy and help you understand which one to choose to achieve your business goals.

## Omnichannel marketing

An **omnichannel strategy** refers to marketing communications with customers through different but interconnected channels. The user can easily switch between online platforms and even offline locations, with information about their actions being retained, so there is no need to restart the interaction. In other words, the principle of omnichannel marketing is a seamless transition between digital channels for the user.

*For example, a customer places an order on an online store but doesn't complete the purchase. After some time, they receive an email about the abandoned cart, using the email address provided during registration.*

*Or, a person visits a physical store, scans a QR code to learn more about a product, and later adds it to their cart in the mobile app. They then receive a notification about the purchase via push notifications.*


<Img
img="/uploads/dunkin_donuts_push_e6504540cb.png"
alt="Dynamic content use case: delivery app notifications"
src="Image Source: Sendbird.com"
/>

Omnichannel marketing works by collecting data on the customer: their activities, orders, characteristics, and even the devices they use. Information from websites, social media, email, marketplaces, and other resources is gathered on a unified platform. This could be a CDP, where customer profiles with full data sets are created. From there, businesses can send email campaigns, SMS, push notifications, and other forms of user engagement.

<Note>
For more details on omnichannel marketing, see our article "[**Omnichannel, Its Benefits for Businesses & Implementation**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation)."
</Note>

## Multichannel marketing 

**Multichannel marketing** is the communication with an audience through multiple channels at once: email, push notifications, SMS, social media, traditional media, and others. The key feature of this strategy is that the messages received by the customer on different platforms may not overlap and convey unrelated information.

*For example, a user might see an ad on social media about a discount on home goods in an online store. Meanwhile, an email marketing campaign announces the start of a brand contest, and an SMS informs them of a new store opening nearby.*

Multichannel marketing is used to reach a broad audience, and this strategy is not focused on an individualized approach but works with specific audience segments.

## Omnichannel vs multichannel marketing: the difference

<Img
img="/uploads/omnichannel_and_multichannel_marketing_e2a545dd03.jpg"
alt="Omnichannel and Multichannel Marketing: Pros & Cons, Difference"
src="Image Source: CCBill.com"
/>

The goal of both strategies is to lead the customer to a purchase or another action. However, omnichannel and multichannel marketing differ in several key aspects.
<Table>
| | Omnichannel marketing | Multichannel marketing |
| ------ | ------ | ------ |
| **Personalization** | High level. Historical data about customers is collected, and individual offers are made through the channels most convenient for the user. Marketing tools are tailored to the buyer. | Absent or minimal. Campaigns often work on the "everything to everyone" principle with minimal segmentation. The focus is on reaching a broad audience rather than personalizing for each customer. |
| **Focus** | Omnichannel communication sells to the customer — it adapts to the specific needs, preferences, and behaviors of the individual. | Multichannel strategy primarily sells the product or service, emphasizing benefits and advantages. |
| **Channel consistency** | Omnichannel is designed for long-term relationship building with the customer and increasing loyalty. | Multichannel marketing is launched quickly (compared to omnichannel) and focuses on immediate sales and audience reactions. |
| **Time to implement** | Omnichannel is designed for long-term relationship building with the customer and increasing loyalty. | Multichannel marketing is launched quickly (compared to omnichannel) and focuses on immediate sales and audience reactions. |
| **Costs** | For channel consistency, a data collection system (platform) is required, which needs to be set up and maintained. Therefore, implementation is more expensive due to the use of IT tools and the services of highly qualified specialists. | Since there’s no need for extensive data processing, the cost of this approach won’t be as high as with omnichannel. The main expenses will be for the platforms used for sending messages and paying the marketer’s salary. |
</Table>

## Omnichannel and multichannel: pros and cons


There is no perfect approach between the two. Each has its strengths and weaknesses that must be considered when working and choosing a strategy.

### Multichannel marketing

**Advantages:**

- **High audience reach in a short period.** The idea of multichannel marketing is to be everywhere — engaging as many channels as possible. Content is posted on various platforms, increasing the chances of reaching the target audience. 

- **Increased brand recognition.** When a brand is present everywhere, it becomes noticeable to the audience. On a larger scale, it can even become a household name, as happened with Xerox and Pampers. Multichannel marketing, paired with the right strategy, can elevate a brand to this level. 

- **Simplicity of implementation.** Many communication services are intuitive and don’t require special knowledge. Therefore, a small team or even a single marketer (depending on the scale) can launch and maintain the process.

**Disadvantages:**

- **Lack of** [**personalization.**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) This means the brand is essentially guessing whether it will meet the client's needs or not. There's a risk that all promotional efforts will be in vain. Additionally, inconsistency between channels can sometimes frustrate customers, complicating communication. 

- **Unpredictable results.** Without personalization, it's unclear if the [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) will appeal to the client. The company then operates on guesswork, trying to find the right communication approach, which costs time and money.

### Omnichannel marketing

**Advantages:**

- **Trust and high loyalty.** This type of marketing is customer-focused and takes into account their needs for products/services. Users respond better when they feel cared for, and they trust the brand more. Trust is also reinforced by the consistency of visual and communication styles across different channels. Users recognize and remember them, helping the brand maintain its reputation. 

- **Improved customer experience.** Seamless communication and the preservation of customer activity history make purchasing and interaction with the company easier. This creates a positive experience and encourages customers to return again and again. 

- **Increased sales.** Personalization combined with convenient communication simplifies the conversion process. The customer is more likely to make repeat purchases and become a loyal client, resulting in stable revenue for the company.

**Disadvantages:**

- **Implementation complexity.** To make omnichannel marketing work, multiple communication channels must be coordinated, large amounts of data collected, and content adapted for each platform. This requires highly skilled professionals and enough time to set up and maintain the strategy.
While omnichannel marketing demands more effort, the results justify the time and financial investment. Convenient CDP systems, such as [**Altcraft Platform**](https://altcraft.com/en), help simplify omnichannel marketing by gathering customer data from various sources into a unified profile. Based on this information, communication across multiple channels can be personalized. With Altcraft Platform, omnichannel marketing becomes easier. 

- **Cost.** Implementing omnichannel marketing requires more tools and possibly hiring a team of employees, significantly increasing the budget for marketing and technical specialists who ensure the system's stability.

## Omnichannel and multichannel marketing: which to choose

When analyzing the pros and cons of both approaches, it may seem like omnichannel is always the better choice, but that’s not necessarily true. Depending on business goals and budgets, different options can be suitable.

Multichannel marketing is ideal for companies with limited resources and is beneficial at the start of a business or a new product/service launch. In such cases, customer data is either lacking or very minimal. To achieve quick results, a strategy of fast messaging across all marketing platforms is chosen.

Multichannel marketing is also used for specific advertising campaigns and testing hypotheses about the effectiveness of different channels and content.

Omnichannel marketing is the path for customer-centric brands that prioritize user needs and build their strategies around them. This approach is also useful for companies ready to grow and develop, while wanting to control and predict that growth through data collection, integration, and analysis.

Omnichannel marketing benefits brands that need to connect offline and online sales points into a single, transparent system. This allows them to see the entire customer journey and improve their experience at each stage.

## Summary

Multichannel and omnichannel marketing are similar concepts that are often confused. In both cases, communication happens across multiple channels, but there are differences. Multichannel marketing involves the uncoordinated use of platforms for promotion. Messages do not consider the customer’s previous experience, and this strategy is aimed at quick sales. In omnichannel marketing, all channels are aligned, the transition between them is seamless, and personalization is present. However, this approach requires more investment and effort.

Multichannel marketing is suitable for businesses with limited budgets and those in the early stages. Omnichannel marketing is chosen by customer-focused companies that want to improve their service and connect all channels into a unified profile. Both strategies are versatile and can help boost business performance.

Multichannel uses multiple uncoordinated channels for quick sales, while omnichannel aligns all channels for seamless, personalized customer experience.

omnichannel-blog.png

About what these strategies mean, what are the pros and cons, and which one to choose to achieve your business goals.

Omnichannel and Multichannel Marketing: Pros & Cons, Difference

Omnichannel and Multichannel Marketing: What's the Difference

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url="https://www.youtube.com/embed/dC22hVbX0RE?si=KWhiaqS5XLvzSRdI" 
/>

There are probably no other topics surrounded by as many rumors and speculations as the concept of shadowbanning. It’s a situation where a user's account loses reach for unknown reasons. At the same time, major platforms (social networks, video hosting services, etc.) claim that shadowbanning is a myth or they don’t comment on users' concerns and complaints at all.

However, users worldwide share their experiences of being "put in the shadows." They have even identified signs that help recognize a shadowban and ways to combat this situation.

In this article, we will explain what shadowbanning means, how to avoid it, and what to do if it happens to your account.
 
## What is a shadowban

**A shadowban** (or also shadow ban) is a significant reduction in the reach of posts on social networks and other content platforms, as well as the absence of content being shown based on geolocation or hashtags. Engagement drops — likes and comments decrease. Meanwhile, the account remains active and does not receive any warnings, so the author may not even realize something is wrong. The duration of a shadowban is uncertain; it usually lasts from a few weeks to months.

There are theories that platforms use this method to combat unwanted or spammy content. Since the user’s account is still active, they don’t take corrective actions like they would in the case of a block. Meanwhile, significantly fewer people see their content.

### On which platforms is shadowbanning observed

Shadowbanning is particularly discussed in Instagram* and Facebook*. An account becomes visible only to followers (and even for them, visibility decreases), while external recommendations and hashtag appearances disappear.

YouTube denies shadowbanning, but there are instances where channel creators notice that their videos stop gaining views and reactions. Their content also disappears from recommendations.

In Telegram, when a shadowban occurs, the channel becomes unsearchable, and new participants can't be added to chats. TikTok hides comments from users whose accounts are shadowbanned.

## How to check for shadowban

No platform has officially confirmed this type of block, so users won't receive an official notification. However, there are ways to determine if you're shadowbanned.

- **Analyze reach.** A significant drop in views and engagement without an apparent reason over time is one sign that the platform may be reducing your visibility. 

- **Check hashtags.** Publish a post with a low-frequency hashtag and see if it appears under that hashtag. For accuracy, ask friends or acquaintances who follow you to check as well. If they don't see your post under the hashtag, you may be shadowbanned. 

- [**Survey your followers.**](https://altcraft.com/blog/what-is-survey-creation-services) Another way to check for a shadowban is to ask friends and acquaintances if they see you in their feed. If most of them say no, your content is likely being hidden by the platform. You can also create a poll in your stories or write a question in a post. The number of reactions can help you determine if there’s a problem or if it’s simply an issue with your content.

<Img
img="/uploads/example_of_a_survey_of_followers_933d4aa660.jpg"
alt="Survey of followers"
src="Example of a survey of followers on social media"
/>

**Important tip!** Consider all factors that could affect a shadowban. It's also essential to monitor the dynamics. If your reach and engagement drop for just one or two days, it doesn't necessarily mean you're being shadowbanned. Take into account the content topics, external factors (such as widespread VPN outages for platforms that require them), or even platform technical issues.

## It’s not a shadowban

Sometimes, the issue isn't the platform’s algorithms. Decreased reach and engagement can be triggered by:

- **Content.** If you suddenly change your communication style or format, your audience might not understand or engage with it. The same happens if your posts become repetitive and uninteresting. If you initially had a "wow" effect and then followed with ordinary content, don't expect to maintain the same metrics. 

- [**Newsworthy events.**](https://altcraft.com/glossary/what-is-a-newsbreak-its-types-and-how-to-create-it) A scandal or interesting situation can initially increase reach. But once the hype fades and following the story becomes less exciting, your stats will drop. That's why some influencers constantly stir up their audience’s interest with new provocations. 

- **Long absence.** If you neglect your social media accounts and suddenly return, don’t expect high reach right away. Algorithms change rapidly and require consistent content. Don’t blame a shadowban for inactivity — when you return, you’ll need to rebuild your account’s performance from scratch.

## How to get shadowbanned

Online platforms have their own rules and content requirements, so there are no strict guidelines on what to do or avoid. However, certain actions increase your chances of getting shadowbanned:

1. **Buying fake followers instead of real ones.** If such accounts follow you automatically, it's best to clean them up periodically. 

2. **Posting content on forbidden topics.** Always check the public rules on content sharing. Sensitive topics usually include politics, religion, medicine, alcohol, smoking, and banned substances. 

3. **Content theft and lack of originality.** This is disliked by both platforms and users, who might report you. 

4. **Suspiciously high activity.** Posting too much in one day, excessive reactions, or frequently adding and removing users are signs of spamming, which is disliked by algorithms (and real people). 

5. **High number of unfollows.** This often happens when you run contests requiring people to follow your account. After the contest, they may either become inactive followers or unfollow en masse, which harms your account’s reputation on social platforms. The same applies if you manually remove many inactive users at once. 

6. **Using third-party automation services.** Only use internal or platform-approved services. 

7. **Inappropriate or banned hashtags and hashtag overload.** Some hashtags may be hidden by platforms, so check them before posting. Avoid using the same set of hashtags on every post. For example, on Instagram, it’s recommended to use hashtags with high frequency (millions of mentions). 

8. **Trolling or abusive behavior.** Rude comments and disrespectful interactions with other users increase the risk of a shadowban. People may report you, and platforms’ algorithms can now detect offensive language.

## How to get out of a shadowban and avoid it in the future

Just like with its causes, there’s no foolproof way to escape a shadowban once you’ve been hit. However, there are strategies that users across different social platforms have tested with varying degrees of success.

Here are some general rules on how to navigate a shadowban:

- **Carefully review the platform’s guidelines and compare them to your actions.** You might quickly discover what you did wrong and be able to correct it. 

- **Contact support.** Instead of complaining about a shadowban (which platforms usually deny), inquire about the drop in reach and other issues. It could be related to algorithm changes or platform errors. Or they might tell you directly what you're doing wrong. In that case, start following the rules and don’t try to trick the system. 

- **Disable all third-party services linked to your account.** These are often used to automate actions like mass-liking, mass-following, or sending bulk messages. 

- **Stop posting for a few days.** This works best if any connected automation services are also turned off. In some cases, you may need to remain inactive for longer — up to two weeks. 

- **Reduce excessive hashtags in your posts**, especially if you’ve been using too many. 


<Img
img="/uploads/excessive_hashtags_in_posts_9b762d0918.png"
alt="Excessive hashtags in posts"
src="Example of excessive hashtags in the publications"
/>

- **Remove content that could offend others.** This lowers the chance of receiving complaints, which can lead to a full account ban rather than just a shadowban. 

- **Launch an ad campaign or a collaborative project.** This can attract new users and boost engagement. It signals to the platform’s algorithms that your account is trustworthy and genuinely interests your followers. This is the opposite approach to "going silent" but is also commonly used when users suspect they’ve been shadowbanned.

**Important tip!** Regularly analyze your account stats on social media or other content platforms.

## Summary

A shadowban is an unexplained, sudden drop in your account's reach on social media or other platforms. There may also be restrictions on actions, making the user "invisible" to their audience.

How to know if you're shadowbanned: analyze your view statistics, check for banned hashtags in your posts, and ask your followers if they can see your content.

Users get shadowbanned for breaking platform rules, using automation services, being overly active, posting on prohibited topics, or displaying hostile behavior.

To get out of a shadowban, reduce your activity, contact support to rule out technical issues, study the platform’s rules and adjust your account accordingly, remove excessive hashtags and questionable posts. Another option is to run ads or collaborations to grow your audience.

*
*Meta's products are recognized as extremist organizations in the Russian Federation.*

A shadowban limits your account's visibility. Check stats, hashtags, and ask followers. Reduce activity, follow rules, and adjust your content to recover.

shadowban.png

About what a shadowban means, how to avoid getting there, and what to do if this does happen to your account.

Shadowban: Definition, Where Observed & How to Avoid

Shadowban Explained in Detail

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